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Indian digital music industry to cross Rs. 31 billion by FY20

According to a report titled 'Digital Media: Rise of On-Demand Content' by Deloitte India, the number of online music users in India are expected to touch 273 million and the digital music industry revenues are expected to cross INR 31 billion by FY20. The report also mentions that the digital video subscription market alone is estimated to reach around INR 35-40 billion by 2020 (excluding advertising). The report has been prepared to analyse how the on-demand content ecosystem is evolving in India and what the future looks like. Rajat Banerji, senior director, Deloitte India, says, "Increasing internet and smartphone penetration, along with rising spends on entertainment by Indian youth, will drive the on-demand digital content industry. Digital media consumption pattern has drastically changed since a decade ago when ringtones were expected to boost the music industry's revenues. With remarkable improvement in mobile devices technology and internet connectivity, marketers are shifting their business models in tune with the shift of viewer preference towards digital media from traditional media." Internet traffic originating from mobile devices has already surpassed the desktop internet traffic. The report also highlights the growing internet traffic in India with the total internet users crossing 254 million in September 2014, out of which 235 million users accessed internet through mobile devices. The growth in internet users was seen both in rural and urban parts of India. It also mentions that the number of internet users in rural India is expected to reach 138 million by June 2015; while there'll be 216 million internet users in urban India by then. It further analyses that the internet user base in India is growing at a rapid rate - most of these users (75 per cent) belong to the age group of less than 35 years. More than half of the app users in India are between 18 and 24 years, and a further 29 per cent between 25 and 35. Social media and entertainment (Music & Video) are the two activities on which the Indian mobile internet users spend their time the most, followed by games, general search and emails. Out of the total time spent on digital media by youth, about 21 per cent is spent on audio and video entertainment.
Marketers are also shifting their advertising spends towards digital media and about 36 per cent of their ad spends is expected to go in to the digital space.

LA India Film Council proposes setting up Film Commissions in India

The LA India Film Council has proposed to set-up of Film Commissions in India and also its operational framework at a national and state level. In its latest report titled - Unleashing the power of film tourism: the first step - LA India Film Council has highlighted India’s potential to become a preferred film shooting destination. The role of a Film Commission is to serve as a local government liaison, to provide and coordinate public and private services for film shoots, attract foreign productions to India, create a sustainable ecosystem that benefits both international productions and the local economy through effective film incentive programs and promote film tourism. The report also assessed the current single window clearance mechanism for film shooting, recommended solutions to build a strong production tax regime in the country and highlighted global best practices to promote film tourism in the country. India has natural advantages in terms of scenic locations, incredible cultural diversity, trained film crews and low production costs to attract film productions. The current Single Window Clearance Mechanism to support productions is a welcome step by the film industry, however multiple challenges faced during the clearance process at the regulatory and administrative level - including procedural hurdles during the application stage - undermine the potential of film production and its allied industries to grow. In 2014, the media and entertainment industry was recognized as one of the top 25 sectors in the ‘Make in India’ initiative. Transforming India into a global film-shooting destination will require establishing an effective single window clearance system to simplify and expedite flow of information between various government bodies and the industry in an efficient and resourceful manner. MPA, Asia Pacific president and managing director Mike Ellis said, “India’s film and television industry is one of the largest and fastest growing sectors in the country, and there has been a renewed surge of investment into the country by global companies. Simplification of clearance procedures for film shooting, support to productions through a robust tax incentive regime, and adopting global best practices, will help to attract big budget productions and in turn boost inbound tourism.” Film & Television Producers’ Guild of India (FTPGI) president Mukesh Bhatt added, “A Film Commission should be an independent full time body and involve participation from film industry stakeholders who have the experience and understand the film making process. Moreover, it would really help if the members of the Film Commission were compensated either project-wise or on payroll. This would ensure active participation by members.” U.S. Consul General Thomas L. Vajda opined, “There is great potential for expanded collaboration between our film and entertainment industries. Whether it is Indian studios shooting in the United States, US studios filming here in India, developing strategies for intellectual property protection, or sharing knowledge on production methods and technologies, both countries can benefit from efforts to bring our film and entertainment industries closer together. We look forward to working with partners here in India to provide knowhow, experience, and whatever other value we can to take this relationship forward.” Consul General Canada, Mumbai Richard Bale asserted, "With Canada and India having signed a bilateral Audio-Visual Co-Production Agreement in 2014, India has a wonderful opportunity to attract Canadian producers and directors to shoot in India. Improving the ease of doing business in the film sector through the establishment of Films Commissions and a transparent framework of incentives would be very effective next steps for India to build on the new interest in India among Canadian filmmakers." FICCI president Jyostna Suri opined, "Our country has a vast wealth of spectacular terrain and it is important that we explore and exhaust avenues of locale shooting for entertainment with state governments as our partners. This can only happen in the true spirit of a public-private model. Through effective film tourism and enhancing our locales, we will lay strong foundations for India as the most dynamic destination for international stakeholders, generating local revenues and jobs and providing on-the-job skills for the workforce." Setup in 2010 by a joint declaration between the City of Los Angeles and the Indian film industry, the Council continues to provide new platforms to foster knowledge exchange and partnerships between stakeholders in the US and the Indian media and entertainment industries.

Meetings & Exhibitions Hong Kong continues its association with MaxiMICE for 4th consecutive year

EVENTFAQS Media has announced the 7th edition of its annual concave for the corporate MICE industry - MaxiMICE. Scheduled for October 15, 2015 in Mumbai, this is the fourth consecutive year that Meetings & Exhibitions Hong Kong, a division of Hong Kong Tourism Board has continued its association with MaxiMICE. MaxiMICE is the only leadership platform in the country with a focus on the corporate MICE industry. Since its inception in 2009, decision makers from over 300 corporations based in Delhi and Mumbai have shared best practices in stakeholder marketing, discussed strategies for growth using MICE as a tool and networked with best minds in the business at the nine MaxiMICE events conducted so far. The 7th edition will continue to be televised event reaching out to thousands of corporates involved in the practice of MICE for stakeholder marketing.

Trendspotting: Mobile, Digital prove Game Changers in performance marketing

Today, integration of lead-generation marketing capabilities by social media portals is becoming a norm. With rising buyouts and increasing consolidation of businesses in the country, it looks like a few select full-service players and niche networks will remain relevant in terms of operations. Brands are now accepting the fact that a performance marketing setup is critical. More advertisers, along with the social media platforms they use to reach consumers, are realizing that a strong lead-generation component is needed for successful brand advertising. According to industry experts, India is witnessing game-changing trends in search, which will be dominated by digital and mobile.
Mohit Joshi, Managing Director, Havas Media India, expects search to evolve beyond “the wildest dreams”. “Performance marketing is always about converting performance into revenue. It is also about getting right set of customers into the scenario. Performance over-performs when it comes to value. The performance marketing industry is somewhat like digital marketing channels is witnessing a lot of change as there has been a rapid and fragmented shift in the consumer purchase journeys.” Dhruv Chopra, CMO, CarWale.com, said, “We at Car Wale have been using digital very extensively whether it is in terms of performance or garnering results. We are in the world where technology is so advanced that it is really easy to measure whatever desired.”
“When you talk about bottom line, what you want is a predictable cost of customer acquisition. Even though lot of people will put together online marketing into performance marketing, saying I can measure everything, but I think what we have got into is that we can measure intent in a specific manner, especially on mobile. Performance marketing has become the dominant force on mobile, for not just e-commerce but for a lot of brands out there. The hard reality is that we are heading to a future where performance marketing will be the base of your entire advertising strategy,” said Aloke Bajpai, CEO and Co-founder, Ixigo.com. Nitin Agarwal, Senior Director - Marketing, at ShopClues.com, believes that performance marketing is marketing which gives measurability of any consumer action, whether it is a view or click or visit. According to him, performance has brought a change in the mindset of marketers, and no longer are we increasingly talking about how many impressions, even in offline. According to Shekhar Sharma, National Director, GroupM Interaction, performance is all about solving business problems. It is a not one-size-fits-all situation. “Each of the measurability aspects for different marketers is different.”

Pepsi IPL gives fans a chance to experience the stadium madness

With the kick-off of the 8th season of Pepsi IPL, Board of Control for Cricket in India (BCCI), Sony Max, Six and Pepsi have come together to create a stadium-like experience for cricket fans through a pan-India on-ground activation, called ‘Pepsi IPL Fan Parks’. This concept aims to increase brand value of the game and bring in newer audience, especially families, by giving viewers a reason to join in the revelry. The Pepsi IPL Fan Park activation will be flagged off on April 11 and will be taken to 16 cities across India, giving the fans living far away from the live action a feel of the excitement and atmosphere that comes with watching a Pepsi IPL match with friends and family in a public location. Matches will be made available on giant screens on the weekends throughout the tournament and over 10,000 fans in each of these cities will get a stadium-like experience. This non-commercial outdoor initiative will target two cities every weekend. Entry will be free and on a first-come-first-serve basis. With access to food and beverage stalls and music, the fans will be able to feel like they are in the stadium. There will also be special areas earmarked for women and children. Matches featuring various teams will be screened at the venues, thereby enabling the fans to watch and celebrate their favourite teams and players. On its part, Sony Max and Six is all geared to ensure that people across these 16 cities come every weekend to watch the game and celebrate ‘India Ka Tyohaar’ together. From having branded canters moving around the cities making announcements to having door-to-door team engaging with residents, including print, outdoor and radio advertisements; the broadcasters are exploring every mode of communication to spread the festivity. As part of the initiative, a lucky draw will be conducted at every match and two winners will receive exclusive hampers from the broadcaster.
Commenting on the concept of fan parks, Neeraj Vyas, Senior EVP & Business Head, Sony Max, said, “Over the years, Pepsi IPL has grown to the stature of a festival which people come together to celebrate. With a current fan base of 200 million, we are looking at the fan parks to further boost viewership numbers and make this an annual property for us.” IPL Governing Council Chairman Rajeev Shukla said, “The towns that we have selected for this unique outdoor initiative are typically markets that are not catered to as frequently as we would like to. Moreover, not many people get an opportunity to watch the Pepsi IPL matches in a stadium. Since summers are here, the fan parks would provide the fans a chance to spend quality time with their families by letting them enjoy their favourite tournament.”

Endemol Shine Group inks pan Balkan deal for ‘Big Brother’

The newly launched global content creator, producer and distributor, Endemol Shine Group, has inked a new pan Balkan deal for ‘Big Brother’. The reality juggernaut will return to five markets in the region including Croatia, Serbia, Bosnia, Macedonia and Montenegro, marking the format’s comeback where it last aired in 2011. Endemol Shine Group has licensed the format to RTL Croatia, who will produce in house as well as airing the smash hit series. Meanwhile Serbian production company Emotion has also picked up the rights and will make the show for major broadcasters in Serbia, Bosnia, Macedonia and Montenegro, details of which will be announced in due course. The production will be filmed over 100 days at the regional hub in Serbia and will air simultaneously in each market, launching later this year. The series will feature housemates from Croatia, Serbia, Bosnia and Herzegovina, Montenegro and Macedonia all filmed together in the one Big Brother house. “Big Brother remains one of the world’s biggest and longest-running entertainment hits and this deal is just the latest in a series of comebacks the format has made over the years. We’re thrilled to see the show returning to the Balkans for a pan regional series that will introduce a new, multi-national line up of housemates to fans in five markets,” said Endemol Shine Group CEO of Central and Eastern Europe and MENA regions Marina Williams. The original reality format Big Brother launched in the Netherlands more than 15 years ago and changed the face of television. Twenty-five series aired in more than 70 countries across 2014. The format continues to be a hit in the USA, UK, Italy, Spain, Canada and Israel as well as in Latin America, Central and Eastern Europe, Scandinavia, Africa and Asia. Williams and her teams regionally oversee Endemol Shine Group’s newly combined catalogue of formats. The new company's regional presence includes local production hubs in Poland, Middle East and North Africa, Russia and Turkey, with the Central and Eastern Europe format distribution team representing remaining territories.

Jodhpur Flamenco & Gypsy Festival 2015 returns for its second edition

Jodhpur Flamenco & Gypsy Festival 2015 returned with a melange of eclectic renditions and soulful melodies in a resplendent celebration of awe-inspiring gypsy culture. It is a collaboration between CRN Productions, Mehrangarh Museum Trust and His Highness Gaj Singh II. Held from April 3 to 5, the fest came back to the city of Jodhpur with its second edition to bring together world-renowned musicians playing together at the prestigious and historic Mehrangarh Fort. It is supported by blueFROG, NDTV, BookMyShow.com, 92.7 BIG FM, Kingfisher Premium and more. This year, a myriad of performers showcased the evolution of flamenco and gypsy tradition, playing new and progressive music written in collaboration especially for the fest. This synthesis of flamenco and Rajasthani music honors the gypsy history of the region while breaking musical boundaries, thus creating a unique musical fest that adds to the progression of the gypsy tradition. While the first edition had international artists performing only from Spain, this one featured artists from Spain, Italy and Turkey as well. The focus this year was to bring the performers or rather gypsies from around the world on a common stage. With live music, the fest created a fusion of melodies that had the essence of the gypsy culture of Rajasthan in its core vibrancy. With an idea to create and perform something new every year in collaboration with the Rajasthani gypsies, the three days of musical magic featured performances by Chano Dominguez, Javier Colina, Daniel Navarro, Karen Lugo and Augustin Carbonell amongst many others. Numerous national and international artists mesmerized the audience during enchanted evenings that were followed by gala dinners and after-parties. A little known fact of gypsy culture is that it traces its roots in Rajasthan. These people migrated away from the region and their expression is often associated with other geographies. The fest honors the Rajasthani roots of this culture, inviting globally respected gypsy musicians and dancers from around the world to make music together, at once engaging with the locations rich past while opening the door to a new musical sound. In an effort to preserve the local Rajasthani music and give them an opportunity to interact with well known artists from different countries, the fest created a collaborative environment that seeked upon composing new music for the festival.

WPP launches Gain Theory

WPP has launched Gain Theory as a marketing foresight consultancy that brings together data, analytics, technology solutions, and consumer-insight capabilities. It combines WPP's intellectual capital in media, marketing, data and technology, to create a consultancy that will help brands make smarter, faster, predictive business decisions. Gain Theory was launched keeping in mind that marketers are overloaded with data and technology solutions in the marketplace. Marketers also highlighted the need for a partner who would help them navigate this landscape, offering the insight and intelligence required to integrate, predict, plan and model marketing decisions effectively. Led by Worldwide CEO Jason Harrison, Gain Theory will address this by providing solutions that tackle a set of pain points faced by marketing and insight professionals today, in achieving the desired ROI from their marketing activities. It will address the difficulty discerning actionable information from an expanding set of data and technology, the confusion around terminology and jargon, provide multiple answers to a single business question and look at the need for faster, smarter predictive insights. Explaining further, Harrison says, "At Gain Theory, our goal is to give clients the confidence to make the best marketing decisions now and in the future." "Gain Theory's predictive analytics and global team of specialists help simplify the process, distilling complex data and providing a holistic perspective to improve marketing results. I'm honored to lead such a dynamic team of smart problem solvers," he adds. The company enjoys a 40-year heritage of media and marketing measurement excellence to offer a global footprint and unmatched scale to Fortune 500 clients. The Gain Theory team comprises 200 world-class marketing effectiveness consultants, analysts, data experts and engineers. This team offers insight-backed recommendations, so that brands can adjust their marketing programs for maximum business impact. Sunder Muthuraman, worldwide chief strategy officer and CEO, APAC, says, "At Gain Theory, we will offer marketers through bespoke analytical solutions. Our solutions will bring intellectual capital in marketing analytics, big data, technology, media and customer relationship management to drive successful marketing decisions. Our goal is to create a new, independent, and unbiased consultancy that will help marketers on the journey from data to outcomes and make smarter, faster predictive marketing decisions." He also said that Gain Theory service will include a number of new exciting products that will be launched shortly - marketing ROI management platforms; visual analytics platforms, customer engagement management services and marketing forecasting, among others. With key hubs in New York, London, and Bengaluru, the global operations will be supported by worldwide chief operating officer and CEO, EMEA, Manjiry Tamhane, and Muthuraman. "There's no denying that technology today offers us more access to data than ever before, but, in doing so, it can also create paralysis for companies that need to act quickly," Harrison says, adding, "As an independent, third-party consultant, Gain Theory is a trusted partner that can help brands move forward confidently with the right marketing strategy." Globally, Gain Theory serves a host of premier global businesses across multiple geographies.

GroupM SportzPower presents Sports Sponsorship Report 2015

GroupM ESP and Sportzpower have collaborated to bring the second edition of their most comprehensive report on sports sponsorship, which captures the emergence of new leagues in India along with other key highlights. The insight of the sports sponsorship report captures the trends and developments in advertising and sponsorship in the Indian Sports Industry in 2014. Speaking on the future of sports marketing in India, CVL Srinivas, CEO, GroupM, South Asia says, “Sports marketing is finally coming of age in India. Even though cricket has shown the way and continues to be the dominant sport, newer leagues are helping broad base sports and make it a great platform for brands. Digital especially social media is helping build a fan following much faster. At GroupM we made inroads into sports marketing some years ago and are now scaling up our practise". The second edition of report examines: • Emergence of five new leagues in India • Advertising investments and sponsorship in Indian Sport from four angles – On Ground, Team Sponsorship (Subset Franchise Fees), Athlete Endorsement, and On Air spends • Investments in sports besides cricket • 10 Trends in the sports broadcast industry (Interesting point of blurring lines between digital and television and regional broadcast feeds) Focusing on the key developments that are expected in 2015, Vinit Karnik, National Director, Sports & Live Events, GroupM ESP says, “The key highlights of this report are On Ground Sponsorships, Team Sponsorships & Franchise Fees, Social Conversations and Endorsements. The sports industry has grown by 10% in 2014 and seen the formation of newer leagues and successful franchises. From a single sports country to a multi-sport country, India is witnessing a boom which will benefit the sports business ecosystem. In 2015 we predict to see a change in the way consumers interact in the realm of sports and entertainment.” Thomas Abraham, Co-Founder, SportzPower further discusses the future of sports broadcasting in India, “Other sports are emerging gradually with the onset of many new league styled sport events. Even though FIFA was a big factor in the increase in TV spends in 2014, cricket yet dominated Indian sports TV broadcasting with back to back cricketing sports tournaments like the World Cup and IPL although there was a rise in viewership of other sports too.” All in all, in 2015 non-cricket sports are likely to expand on the lines of various trends all around. Live match content will repurpose in multiple ways to facilitate social consumption. Sports businesses will build strong grassroots engagement through experiential programs. In stadium experience will be more social, more enhanced, as 70% of fans bring a mobile device to the stadium or arena and will be expected to use it during the game. More Power to Sports We Say!

Pepsi invites consumers around the world to redesign its iconic can

PepsiCo is putting creative control of its most iconic brand equity – the Pepsi can – in the hands of fans. As part of the 2015 #PepsiChallenge, consumers will have the opportunity to re-envision the universally recognised can with their own special designs and creative flair in the ‘Live For Now’ Design Challenge. Led by #PepsiChallenge global ambassador, fashion designer and creative director, Nicola Formichetti, the ‘Live for Now’ Design Challenge will kick off with a design concept from Formichetti, featuring his Nicopanda emblem that will serve as inspiration and lay the groundwork showcasing where consumers can go with their own submissions. A blank Pepsi can, with only the logo intact, allow consumers to re-imagine the facade of the Pepsi can. Starting April 16 and continuing through May 13, submissions from around the world will be accepted on www.PepsiChallenge.com, with one winning designer offered a once-of-a-lifetime design experience at the PepsiCo Design & Innovation Center in New York City, working alongside PepsiCo’s design team. Top submissions will be judged by Formichetti, PepsiCo’s Senior Vice President and Chief Design Officer, Mauro Porcini, and a hand-selected committee of design-world notables, including: Marcelo Burlon, Creative Director Lapo Elkann, Chairman and Co-Founder, Italia Independent Karim Rashid, award-winning designer Franca Sozzani, Editor-in-Chief, Vogue Italia “The new Pepsi Challenge is all about encouraging consumers around the world to step out of their comfort zone and accept a new challenge and opportunity. Design has long been a haven for those who dare to do differently, so we wanted one of our first global challenges to connect with this bold creative class directly,” said Kristin Patrick, Senior Vice-President and Chief Marketing Officer, PepsiCo Global Beverage Brands. “In a year of challenges, we have also turned the lens on ourselves to look at our brand differently. We’re turning over our most cherished piece of equity and our most visible piece of real estate – the facade of the Pepsi can – to consumers around the world to reimagine. We can’t wait to see the results.” The ‘Live for Now’ Design Challenge follows the Pepsi x Liter of Light ‘Ignite the Light’ Tour, where Formichetti challenged creative colleagues around the world to design art installations inspired by light. Every time consumers around the world use the #PepsiChallenge hash tag on public Instagram, Facebook, Twitter or YouTube profiles, Pepsi will donate $1 to Liter of Light to help bring environmentally-friendly, inexpensive and easy to make lights to those around the world who need it most. With a launch that marked #PepsiChallenge as the #1 Twitter trending topic worldwide, and engagements by and with Pepsi global brand ambassadors and international luminaries, fashion houses and sports celebrities alike, the Pepsi Challenge continues throughout 2015 with additional global and local challenges designed to galvanise consumers around the world to live life to the fullest.

IOAA accepts specialised OOH agencies as members

The Indian Outdoor Advertising Association (IOAA) has decided to accept specialist out-of-home (OOH) media agencies as its members. These agencies will now elect their representatives on the Board of Governors of IOAA which will give equal importance to both media and agency businesses. Indian Outdoor Advertising Association. According to an official statement, IOAA is keen to induct at least two representatives from amongst advertisers in the medium to their Board to truly reflect interests of all stakeholders. This has special significance in the industry's attempts to implement a "Standard Operating Process" that defines uniform practices across the country. The SOP provides for 10 days as minimum display period for all OOH displays, barring specific event & exhibition promotions and film launches. It also provides for a strict credit period of 80 days and issue of Purchase Orders before any campaign is displayed. There are other norms too for ensuring due performance by both media and agencies, and maximum benefits to clients. The IOAA already operates a Credit Control Council which helps ensure timely payment and even arbitrates in cases of disputes. Cases of non-compliance and payment defaults lead to concerned party being placed on embargo. The industry has also now decided to proceed with a project to develop performance and planning metrics for outdoor advertising on similar lines as BARC. It has been decided that a joint industry body be formed immediately to undertake the project and own the data generated. The industry has also identified a principal consultant for the project which is to be executed as per global guidelines for out-of-home advertising research established by ESOMAR, the world standard for media research. IOAA also informed that they are in discussions with various advertiser bodies to participate in the joint industry body. The exact structure and financial model is being finalized. The project will be launched through announcement of a global RFP as soon as the joint industry body is registered as a not-for-profit company. IOAA is the only national industry body for the outdoor advertising industry in India. IOAA provides a national platform for businesses in the sector to work together for betterment of the industry, through self regulation, adoption of code of best practices and the spread of state-of-the-art knowledge and technology.

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